Figaro Social Media Conference Sept 2011

Relationships that matter

conversations that last

Social is not the same as digital

Digital Marketing• Proposition led• Conversion• Sales• ROI• Attribution

• Average Order Value

Social Marketing• Audience led• Relationship• Branding• ROE• Advocacy

• Lifetime Value

Social Media Marketing

• Audience– Who are we talking to

• Channel– How are we talking to them

• Message– What are the benefits to the customer

Who Does Social Marketing Well?

Audience

Know Your Audience

•Who are they?•What they want and need? • How they want to buy

Networks

??

Community=

Social

Listen

• Don’t interrupt• Find the meaning• Know when to speak• Know who is important

Be a good listener

Speak

A:Controlling Process

(Goal)

B:Controlling Process

(Method)

E:Comparator

F:Iterative Execution

C:Injunction to execute

D:Return of results

The Architecture of Conversation

The architecture of conversation(Paul Pangaro © 1989)

Measure